【摘要】：隨著中國(guó)經(jīng)濟(jì)的持續(xù)發(fā)展,企業(yè)之間的競(jìng)爭(zhēng)已從市場(chǎng)、產(chǎn)品、渠道的競(jìng)爭(zhēng)最終轉(zhuǎn)為對(duì)核心人才的爭(zhēng)奪。近年來,各行各業(yè)企業(yè)都積極建設(shè)個(gè)性化、人性化的雇主品牌,通過倡導(dǎo)人本化管理思想,提供具有競(jìng)爭(zhēng)力的薪酬福利,關(guān)心員工成長(zhǎng)等方式宣傳公司雇主品牌文化,增強(qiáng)組織的吸引力,吸引優(yōu)秀的人才。高校大學(xué)生作為組織的潛在員工,是最大的人才資源儲(chǔ)備庫。如何吸引高校大學(xué)生,尤其是綜合素質(zhì)優(yōu)秀大學(xué)生成為組織的核心資源,是當(dāng)今眾所矚目的主題。企業(yè)要想在人才爭(zhēng)奪戰(zhàn)中勝出,就不能再像以往校園招聘中的"就事論事",僅為招聘而入校,缺乏長(zhǎng)遠(yuǎn)打算和塑造特定的校園雇主品牌的意識(shí);但若一味在校園招聘中標(biāo)新立異,缺乏對(duì)雇主品牌基礎(chǔ)認(rèn)知和前期建設(shè),在校招中發(fā)生不少盲點(diǎn)或誤區(qū),也許會(huì)事與愿違"牽連"企業(yè)的產(chǎn)品品牌乃至整個(gè)企業(yè)品牌。本論文通過對(duì)校園雇主品牌的研究,結(jié)合H公司的實(shí)際狀況,提出一套切實(shí)可行、適合該公司的校園雇主品牌營(yíng)銷改善對(duì)策,幫助企業(yè)找出提高校園招聘的選拔準(zhǔn)確性和推廣雇主品牌的措施和途徑,從而為企業(yè)里的實(shí)證應(yīng)用做出有益的探索。本文首先歸納了有關(guān)雇主品牌建設(shè)和營(yíng)銷的文獻(xiàn)理論,初步掌握了科學(xué)雇主品牌的核心思想——即基于心理契約理論的提升員工與潛在員工對(duì)企業(yè)的好感度,并對(duì)H公司雇主品牌在校園端的營(yíng)銷現(xiàn)狀及存在問題做了分析,在此基礎(chǔ)上給出相應(yīng)的改善對(duì)策和長(zhǎng)期維護(hù)的方向及管理辦法。
[Abstract]:With the sustainable development of Chinese economy, the competition among enterprises has changed from market, product and channel to the competition for core talents. In recent years, various industries and enterprises have been actively building personalized and humanized employer brands, through advocating humanistic management ideas, providing competitive remuneration and benefits, caring for the growth of employees and other ways to publicize the employer brand culture of the company. Enhance the attractiveness of the organization and attract excellent talents. College students, as the potential employees of the organization, are the largest reserve of human resources. How to attract college students, especially the excellent college students with comprehensive qualities, becomes the core resource of the organization, which is the focus of attention today. If enterprises want to win in the competition for talents, they can no longer be like the "on-the-matter" in the past campus recruitment, just for the sake of recruiting, lack of long-term plan and the consciousness of shaping the specific campus employer brand; However, if it is new and new in campus recruitment, lack of basic knowledge of employer brand and early construction, there are many blind spots or misunderstandings in school recruitment, which may backfire the product brand of the enterprise and even the whole enterprise brand. Based on the research of campus employer brand and the actual situation of H company, this paper puts forward a set of feasible and suitable countermeasures for the improvement of campus employer brand marketing. It helps enterprises to find out the measures and ways to improve the selection accuracy of campus recruitment and promote the employer brand, so as to make a useful exploration for the empirical application in enterprises. Firstly, this paper sums up the literature theory about employer brand construction and marketing, and preliminarily grasps the core idea of scientific employer brand-that is, to improve the sensitivity of employees and potential employees to enterprises based on psychological contract theory. Based on the analysis of the current marketing situation and the existing problems of the employer brand of H Company in the campus, the corresponding improvement countermeasures, the direction of long-term maintenance and the management methods are given.
【學(xué)位授予單位】：東北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F272.92;F426.82

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本文編號(hào)：2440304